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This topic comprises 4 pages: 1 2 3 4
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Author
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Topic: Samsung Cinema Screen introduced and demonstrated
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Mike Olpin
Chop Chop!
Posts: 1852
From: Dallas, TX
Registered: Jan 2002
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posted 03-29-2017 01:05 AM
Samsung Electronics Premieres the Theater of the Future with New Cinema Screen Technology
https://news.samsung.com/global/samsung-electronics-premieres-the-theater-of-the-future-with-new-cinema-screen-technology
quote:
Samsung Electronics will unveil its latest visual display blockbuster, the new Samsung Cinema Screen. As the world’s first High Dynamic Range LED theater display, the cinema screen delivers unprecedented picture quality and brings movies and other on-screen contents to life with higher vibrancy and accuracy.
Samsung will formally debut the cinema LED screen at a series of preview demonstrations during March 27-30, 2017 at the Cinemark Century Orleans 18 and XD Theatre, located inside The Orleans Hotel & Casino. The premiere will coincide with the neighboring CinemaCon 2017 conference, the largest and most important gathering for the worldwide motion picture theater industry with attendees from more than 80 countries.
The 34 foot Samsung Cinema Screen easily accommodates modern theater dimensions. In addition to delivering LED picture quality at 4K (4,096 x 2,160) resolution, the screen also exceeds the highly-esteemed DCI specifications used to ensure a uniform and high level of technical performance, reliability, and quality in digital cinema. As a result, the new Samsung screen’s performance surpasses traditional projection-based technologies’ visual capabilities for a realistic presentation and is guaranteed to impress even the most entertainment-savvy guests.
“As the popularity of advanced at-home entertainment systems and streaming platforms increases, theaters must reposition themselves as a destination for an incomparable viewing experience that consumers simply cannot encounter anywhere else,” said Sang Kim, Vice President of Samsung Electronics America. “Our new Cinema Screen technology brings a more powerful and high-quality picture to the big screen, creating an environment where viewers feel as if they are part of every scene.”
The Cinema Screen’s direct-lit LED technology truly delivers High Dynamic Range (HDR) to the cinema, showcasing on-screen contents at a peak brightness level nearly 10 times greater than that offered by standard cinema projectors (146fL versus 14fL) with improved uniformity and free of optical distortion and interference. This futuristic exhibition also offers a highly accurate and superior color presentation that will capture the viewer’s eye. Complementary ultra-contrast and low tone grayscale settings enable the screen to showcase both brightest colors and the deepest blacks at a nearly infinity:1 contrast ratio.
The innovation present in Cinema Screen will be matched with an innovative audio solution powered by Harman Professional Solutions’ Cinema Group (a recently completed acquisition) and Samsung’s Audio Lab. Details will be forthcoming about this combined evolution in cinema “Sight & Sound.”
“Harman is excited to continue its collaboration with the Samsung Cinema Screen team and the Samsung Audio Lab. With our expertise in cinema sound systems, we look forward to helping to extend Samsung’s leadership in Visual Display solutions into the theater,” said Brian Divine, Vice President of Tour and Cinema Solutions Group.
As the demands for movie theater space evolve, the Samsung Cinema Screen offers the versatility to satisfy various audience needs. The screen maintains its advanced presentation capabilities in ambient lighting conditions regardless of the featured on-screen content and accommodates users who wish to utilize their theaters for corporate events, concert and sports event viewing, and gaming competitions.
“The launch of our cinema LED display is merely the latest step toward our vision for a complete end-to-end theater experience powered by digital signage,” said Seog-gi Kim, Senior Vice President of Visual Display Business at Samsung Electronics. “Through modern technologies ranging from touch-screen self-ticketing kiosks to digital concession menu boards and interactive movie posters, Samsung already is helping theaters improve customer engagement and boost operational efficiency. We look forward to continuing to serve as a total solutions provider for the theater industry and finding new and exciting ways to improve the customer experience.”
The Samsung Cinema Screen is currently undergoing the DCI certification process and recently completed compliance test at Keio University in Tokyo.
In before "Well they've finally done it - DCinema has now literally turned movie going into watching a giant TV"
Now that that's out of the way... this is an interesting idea with a few positives and negatives.
I've been wondering about this type of approach for a while - I've often thought that drive-ins might benefit from being able to use screens similar to electronic billboards to run shows in broad daylight, but there's never really been any attempt to create a non-projector based display system that was also DCI compliant.
This Samsung display should be able to produce superior color accuracy and contrast compared to projection simply by the fact that they aren't projecting onto a white surface that also reflects every other light source in the room. Not to mention the recent leaps display panels have gone through. While just a few years ago, video black was a dark shade of grey, today even medium price range television panels have the capability produce absolute black. I would expect these cinema panels to yield some pretty impressive specs in terms of image quality.
But while image quality improves, there's a real set back for sound. You can't place speakers behind it. You could compromise on a 5.1 or 7.1 set up by flying the front speakers above the screen (remember Torus screens?), but this approach really won't work for immersive audio like Atmos, Auro, or DTS:X. How weird will it be to have a system capable of pinpointing a sound anywhere in the auditorium except where the screen is? Huge setback, especially considering they want to target this as a PLF product initially.
Another concern would be vandalism. What happens if somebody chucks a full soda cup, or maybe a baseball into one of these? Hopefully they're built to be more durable than consumer displays.
Finally this might usher in the final death knell of masking. In the film days, masking was needed primarily to hide vinietting from the edge of the frame. Digital provides a hard edge, and so some have already started to do away with masking in order to cut costs. Masking still had some other benefits though - particularly improving perceived contrast. With a panel capable of showing a truly black letterbox or window box, I can't see anyone building nice front ends with masking systems anymore. I feel like a small part of showmanship goes away with this.
Lastly I'm concerned by the rumor (unsubstantiated at this point) that the demonstration is being exclusively closed for anyone except exhibitors and studios. From what I've heard, they aren't showing this demo to cinema equipment dealers yet. This worries me that Samsung is trying to sell direct to exhibitors and cut out dealers and service providers. I'll update this post if I find that these rumors about who is allowed to see the demo aren't correct.
Nonetheless, an interesting and different idea. Your thoughts? ![[dlp]](graemlins/dlp.gif)
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Carsten Kurz
Film God
Posts: 4340
From: Cologne, NRW, Germany
Registered: Aug 2009
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posted 03-29-2017 10:05 AM
quote: Richard P. May
Why would an image ten times brighter than we now see be comfortable?
Our eyes will adapt to this brightness the same way as it does in daylight. Actually, the brightness that is standard in cinemas nowadays is at the lower edge of allowing proper color reception at all.
https://en.wikipedia.org/wiki/Photopic_vision
It was a very conservative choice, to suppress flickering in the film days, and being limited by equipment capabilities (both for film and digital). There is no reason why you shouldn't have higher luminance in cinema.
The entertainment industry is aiming for HDR and much higher luminance figures currently. So, it does make sense, and is also easy to accomplish, to use higher brightness with this technology.
@Harold: It won't be cheap for a while, but what does a 3P/6P laser cost currently?
Wether audiences like a self-illuminated 'screen' or prefer the old reflecting style, I don't know...
- Carsten
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Bobby Henderson
"Ask me about Trajan."
Posts: 10973
From: Lawton, OK, USA
Registered: Apr 2001
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posted 03-29-2017 03:26 PM
This Samsung Cinema Screen sounds like it could be a giant version of a HDTV set rather than a football stadium jumbotron. The screen would have an LCD filled panel (or more likely tiled LCD panels) back-lit with LEDs, just like home TV screens. This would have to be a modular device rather than just one single, giant sized piece of gear. How else will you get it into an existing building? I still wonder if this isn't just a straight, exposed LED solution due to the 2.5mm pixel pitch of this 34' wide screen.
Daktronics is breaking new ground with its LED products in the new Mercedes Benz NFL stadium going up in Atlanta. The 58' tall by 1075' wide 360° circular jumbrotron going into the circular hole in this stadium's roof is the main topic of conversation on that project. But Daktronics will install 3 Ultra HD resolution jumbotron signs with a 2.5mm pixel pitch at other spots on the stadium site. That tid bit is what has me wondering about Samsung's prototype cinema screen.
quote: Mike Olpin
I've been wondering about this type of approach for a while - I've often thought that drive-ins might benefit from being able to use screens similar to electronic billboards to run shows in broad daylight, but there's never really been any attempt to create a non-projector based display system that was also DCI compliant.
The cost per pixel has been way too high to apply exposed LED sign technology (like what you see in football stadiums and digital billboards) to movie theater screen use. High profile locations like Times Square in NYC or an NFL stadium get enough traffic to justify the massive expense.
The cost per pixel has been coming down, but as far as I know it is still A LOT more expensive than the projector/screen approach. It may still be more expensive even if you're comparing a dual 4K 6P laser projection system versus a jumbotron screen with true physical 4K resolution. The 4K jumbotron screen would only be huge and bigger than that depending on the pixel pitch between each cluster of RGB LEDs. 4mm is the smallest pitch I know of in regular commercial use. A 4096 X 2160 4mm display would be 16384mm X 8640mm or roughly 53' 9" X 28' 4". Jump up to a 6mm or 10mm pitch and that display gets enormous.
Color control on these jumbotron displays (especially the ones from Daktronics) have dramatically improved over the past decade. High key colors have a level of purity and brilliance that go way outside the limits of NTSC gamma. They still have a little more improvement needed with resolving subtle details in the highlights and shadows. However, I think some of that issue has more to do with LED brightness levels that can get overpowering if not adjusted properly. There's nothing quite like driving up on an outdoor LED billboard at night time that is beaming at daytime brightness levels. It's not quite as bad as looking at a welder's torch with naked eyes, but it's not fun either!
quote: Mike Olpin
But while image quality improves, there's a real set back for sound. You can't place speakers behind it.
I have seen some creative "porous" LED displays before (like at a few different concerts), although these are typically lower in resolution. Traditional jumbotron LED signs are made with solid black plastic/metal faces and pack in a good bit of weather sealing as well since they're mainly used outdoors. It is possible to make driver board tiles where the faces have a kind of honeycomb appearance and allow sound to pass directly through the face. Big downside: all those tiny holes will be a magnet for dust and other contaminants (like gunk thrown at the screen).
quote: Mike Olpin
Another concern would be vandalism. What happens if somebody chucks a full soda cup, or maybe a baseball into one of these? Hopefully they're built to be more durable than consumer displays.
I don't know about this Samsung prototype item, but a traditional outdoor jumbotron sign can take quite a bit of punishment. They have to withstand some decent sized hail from severe thunderstorms. If any parts of the sign are taken out of commission you just replace what ever driver boards were damaged.
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Jack Ondracek
Film God
Posts: 2348
From: Port Orchard, WA, USA
Registered: Oct 2002
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posted 03-30-2017 11:45 AM
quote: Scott Norwood
If they could increase the size and decrease the price, this would be ideal for drive-ins.
It's an interesting thought, Scott, but I'm not yet sure how practical something like this would be.
We've certainly noticed the high-def billboards out there. A couple of years ago, we were at the NAB convention in Vegas, saw some of the outdoor signage and agreed you could just about pull off a daytime presentation.
A couple of problems: First of all, the drive-ins place in (what's left of) the grand scheme. I don't think people would be quick to adjust to watching movies from their car in broad daylight. To me, that seems just a bit weird. Even an indoor house is dark, so that expectation may be difficult to overcome. Granted, you could get your show on the screen earlier, but that may not justify the cost of the screen.
There's also the matter of customer vandalism. Occasionally, we have to escort someone's little angel from the playground, after catching him(her) lobbing rocks at one of our screens. Naturally, this occurs after we've just painted one of them and we're a bit over-sensitive to this kind of treatment. Some kid lobbing a rock at a million-dollar electronic screen? Don't want to think about that.
There's also the matter of numbers. I think too few of us would be at a financial level to attract the interest of the manufacturers.
Size-wise, we're still not quite there. My screens are between 60 and 86 feet wide.
Interesting as this is, I think the next progression, for those of us who try to keep up on such things, would be laser.
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